Revenue Science at JD Power and Associate Automotive Internet Roundtable

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Revenue Science at JD Power and Associate Automotive Internet Roundtable

Revenue Science at JD Power and Associate Automotive Internet Roundtable

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  • I would like to touch on our history since it is key to our unique position in the marketplace today. We started out initially as a web analytics company helping marketers aggregate their website data and more importantly give them the tools to understand what consumers were doing on their site. During this time, what really stood out is the need to truly understand consumer behavior and how we need to change how we connect with consumers based on these behaviors. So in 2003, we launched an onsite publisher solution to help publishers deliver relevant messaging to consumers based on their behaviors/interests and monetize their remnant inventory. The onsite publisher solution today is being used by over 40 top publishers for their direct sales efforts. So what was the market asking for next? For marketers to have an efficient channel to reach their audience anywhere online and for publishers, a way for them to monetize their own data and inventory. So we officially launched the Targeting Marketplace in 2006. The advantage we offer is the unique position we are in to leverage the expertise gained over the last 6-years with behavioral targeting, the relationships with our publisher clients combined with network experience to be a technology and marketing partner for our clients.
  • Consumer demand has changed so forcing marketers to connect with them outside of traditional advertising channels. From the above chart, you can see that only 3% of their time is on search with 46% of their time spent browsing. This is why behavioral targeting has become a key component to the overall marketing plan.
  • -63% of consumers prefer behavioral ads over contextual ads. -Consumers who prefer behaviorally targeted ads represent a higher-value audience—they have a higher income, spend more money online, and shop online more frequently than others - perfect for reaching consumers who have a higher propensity to buy!
  • Studies, campaign performance and overall demand have proven that it is critical to incorporate BT into your plan so you reach the right people, at the right time and right place. This is how Revenue Science can help.

Transcript

  • 1. Targeting Consumers with Precision Tony Santo Channel Director, Revenue Science
  • 2. Evolution of Revenue Science
    • 2003 Onsite Behavioral Targeting Solution for Publishers Launches
      • Partner of choice for over 40 brand publishers
      • Provide robust audience segmentation to publishers for their direct sales efforts
    TODAY: The only targeting company that offers a technology platform and marketplace to reach audiences, anywhere, anytime. 1999 Leading Web Analytics Company 2006 Revenue Science Targeting Marketplace Launches
  • 3. Revenue Science Targeting Delivering Your Message to a Qualified Audience Revenue Science uses this data to create a marketplace of behaviors accessible to advertisers and publishers through our Revenue Science Targeting Marketplace™ and to enable our publishers to offer an On Site BT solution. Our Targeting Marketplace of 3000+ sites scales with 100 million unique Internet users each month! Revenue Science currently manages billions of behaviors each day! Revenue Science Targeting Capabilities Relevance to the person, not the page Any page they view Tailored messaging based on where a consumer is within “the funnel” At the right time In the right place Showing ads to people, not pages Brand awareness Message association Brand favorability Purchase Consideration
  • 4. Where are Consumers Spending Their Time Online? Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparisons Study”. Source: comScore Media Metrix, based on average minutes per visitor by category (8/05).  Browsing/Other includes general web-surfing activity not listed in other categories, including anything from news sites (cnn.com) to retail (Amazon.com) to job sites 3 Search Voice IM E-mail Browsing/ other Discussion/ chat Percent of time spent on activity Your online audience spends most of their time browsing It’s not where you might think
  • 5. Targeted Ads: A Better Way to Reach Your Consumers Online says Jupiter Research
    • Online consumers preferred behaviorally targeted ads over contextual ads across all major verticals tested
    • Surveyed consumers were more receptive to behaviorally targeted ads than contextual ads—63% to 49%
    • Consumers who prefer behaviorally targeted ads represent a higher-value audience—they have a higher income, spend more money online, and shop online more frequently than others
    • 69% of auto purchasers shop online at least monthly
    • 77% of auto purchasers are more receptive to behaviorally targeted ads
    • 61% of auto purchasers are likely to notice behaviorally targeted ads while engaged in other online activities
  • 6. Behavioral Targeting: New Standard in Online Ad Buys Sources Include: Jupiter Research and eMarketer.com
    • 68% of interactive advertisers plan to focus on BT in 2007
    • Marketers are expected to spend $1.0 billion in 2008 and that is projected to grow to $3.8 billion by 2011
    US Behavior Targeted Online Ad Spending 2005-2011 (millions) Most Effective Online Advertising Targeting Methodologies
    • 31% of interactive advertisers plan to heavily invest
    Behavioral 52.4% Demographic 32.9% Contextual 30.5% Geographic 14.6% Other 4.9% 2005 2006 2007 2008 2009 2010 2011 $2,600 $1,650 $1,000 $575 $350 $220 $3,800
  • 7. What Do We Consider High-Intent?
    • The Science of Intent:
    • Multiple Behavioral Indicators = High Intent
    • For example:
      • A person visits the new car section
      • They do a keyword search for SUV, or related words
      • They use the dealer locator
      • They use the payment calculatore
      • Based on the information collected, we qualify this person as an in-market auto buyer
    • High Intent Consumers are targeted across the network
    With Revenue Science you discover the ideal audience at scale.
  • 8. Premium Publisher Partners Community Travel/Health Auto News & Information Technology Sports & Entertainment Finance & Business Category
  • 9. We Make it Easy for You to Understand
    • Please visit us at the Technology Showcase
    Contact: Tony Santo Email: [email_address] Direct: 415-826-9430